Thom Law Britten™

the process

Research

During this phase as much information as possible is collected. This tends to come from as many facets as you can imagine. It is during this phase that due diligence is required to ensure that all crucial data is collected. This deep dive into the data stream is what will be used to make associations and create an effective strategy. Here is a sampling of some techniques we use to collect relevant information:

  • Information to Request
  • Core Interview questions
  • subCultural reference and patterns
  • US Census Data
  • Chamber of Commerce
  • Competitive intelligence
  • Online surveys
  • Usability Testing
  • mail and in-store questionnaires
  • Mystery shopping
  • Focus Groups
  • Eye tracking

Strategy

The strategy is not simply goal setting it is the ability to digest the vast quantities of information and distill it into a cohesive plan of action and direction. All of the conclusions and reasoning in the strategy are drawn from the research.

The core of the strategy is data analysis, reduction, and correlation. This is done using carefully crafted equations and mapping techniques. After years of analyzing businesses and patterns I have developed five custom techniques. This are all pieces that help to implement the Brand Equation™, this ensures your business will be saying the right thing to the right people about who you are.

  • stake holder mapping
  • organizational mapping
  • work flow/business flow mapping
  • touchpoint relevance mapping
  • priority and execution mapping
  • Implementing the brand equation™

Identity

Here’s where the esoteric work of branding comes into play. At this point people tend think that you will have one tangible image when you complete this stage. While this can happen it is not the goal. The process of designing an identity at this stage is more about making decisions. These decisions will later coalesce into tangible results, i.e. logos, websites, business cards, print ads, and the like.

This is where the heart of a brand is and how it is born. Beating back the common stereotype that a brand is a logo, it is a series of guildelines and ideas.

  • Colors
  • Imagery
  • Typography
  • Themes
  • Music
  • Video
  • Writing

Touch-Points

This is the creative execution of the information that was derived from the Identity phase. This is where design starts. The below is a short list of what is created, and in reality this phase can spawn hundreds of different tangible results.

  • Logos
  • Ads
  • Custom Alphabets
  • Websites
  • Business cards
  • Letterhead
  • Presentations
  • Podcasts
  • T-shirts and clothing
  • Stickers
  • Signs
  • Envelopes
  • CD/DVD covers
  • additional epherma

Protection

After all the main work is done you need a foundation to continue to promote and protect your identity. This means proper usage of colors, themes, images, etc. The secondary part to this is legally protecting yourself from your corporate identity stolen. Trademarking, copyrighting, and patenting are the most direct routes which need to be navigated.

  • Drafting style guides
  • Drafting use guides
  • Copyrighting
  • Trademarking
  • Patenting